If you were to survey bands, managers, labels and assorted industry people about the most important factor in breaking a new act, radio would probably come out on top. There would be other elements in the mix, such as live shows and a lead singer who is not an eejit, but radio would always feature.

The reasoning runs that a band who don’t get radio play won’t get any of the other breaks required to build a mainstream audience. Even after all these years, radio is perceived to still rule when it comes to developing audiences for rock and pop acts.

Radio, though, is going through a bit of a crisis at the moment. It’s clear the number of people listening is dropping like a stone – especially the number of young people – but the reasons for this are many and varied.

Rhys Hughes knows all about this drop-off. Speaking at the recent Eurosonic conference in the Netherlands, the head of programmes at BBC Radio One painted a picture of a radio landscape under attack from all quarters, especially when it comes to attracting and keeping younger listeners.

Fifty per cent of teenagers have stopped listening to radio altogether. While one in three own a tablet, it’s one in seven for a radio. There’s a big dip in audiences for evening shows due to the huge volume of media distractions.

In terms of smartphone activity, streaming is currently the 14th most popular activity, with radio in 33rd place, just below banking. Then, there’s the talent-loss as streaming services poach stars both on-air (Zane Lowe is going to Apple Music) and off-air (a number of BBC Radio One producers are joining him there). There’s also the issue of financing, especially for a national broadcaster such as the BBC with a Conservative government in power.

When it comes to the key 19- to-24 year old demographic, Hughes said, “the audience is shrinking as well as not engaging. We’re the burning platform.” Remember that these young listeners are the potential talk radio audiences of tomorrow, so that sector is screwed if they don’t come back.

Yet the importance of BBC Radio One as a new music station is plain for all to see. Hughes pointed out that London commercial station Capital played 399 different tracks in one calendar month, a period when Radio One featured 3,698 tracks. “The licence fee is seed capital for the music industry,” Hughes maintained.

But if the audiences who support new acts by going to gigs and festivals are tuning out, stations need to examine why people consider radio such a turn-off.

Hughes said good DJs have a passion for music, are good storytellers and are aspirational but not lost in showbiz. Yet far too many radio DJs fail these basic tests. Perhaps the time has come for radio stations to put the needs of their audience front and centre when it comes to discovering music.

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Rubén González : Introducing (World Circuit) An album to warm your heart and soul. Cuban pianist and Buena Vista Social Club don Rubén González was 77 years of age when he recorded his debut studio album, a record that has never lost its sepia- tinged beauty, sweet dazzle and the superb grace of the main man himself.

ETC

Shuggie's back. The hugely talented musician who made such stellar albums as Inspiration Information and Freedom Flight in the early 1970s has been touring now and then over the past few years. The master of louche funk, languid psychedelia and out-there jazz-pop – and the dude who said no to becoming a Rolling Stone – plays Dublin's Sugar Club on February 18th.